Key Reasons that Immersive Technologies Enhance Retail Experience

(UK.Kantar.Business) There are two ways that immersive technologies such as AR can enhance the retail experience, according to Kantor Consulting. ‘Firstly, they can add utility – retailers can use VR or AR as a tool that helps customers try and test products more easily, and in a more personalised way. Secondly, they can add an element of joy and surprise – completely new experiences that differentiate the brand from others.’Kantar Consulting has identified three key areas where we are seeing the VR/AR trend in retail: for immersive marketing (creating a greater connection with the customer), aiding practical functionality (like trying on products without leaving your house), and where brands create virtual representations of their own stores.